Singapore’s hotel market gives travelers plenty to compare. Price, location, service expectations, loyalty benefits, familiarity and brand reputation can all shape how people evaluate hotel brands.
YouGov’s Singapore hotel rankings show that Value and Quality create different views of how hotel brands are perceived.
This article looks at hotel brands in YouGov BrandIndex, focusing on Value and Quality net scores among Singaporeans who say they are likely to book a hotel in the next 12 months.
In this article:
- Value and Quality positioning among Singapore hotel brands
- The top 10 hotel brands by Value
- The top 10 hotel brands by Quality
Value and Quality tell different stories
The Value and Quality view compares how selected Singapore hotel brands perform on the two BrandIndex metrics.
Holiday Inn records the highest Value score among this set, at 18.7. Marriott follows at 14.1, ahead of Hilton at 12.5 and Shangri-La at 11.8. Four Seasons and InterContinental are both on 10.8, while Grand Hyatt, Pan Pacific, and Westin complete the plotted group.
Quality tells a different story. Shangri-La records the highest Quality score among the selected hotel brands, at 35.8. Marriott follows at 32.2, while Ritz-Carlton, Grand Hyatt, Hilton, Four Seasons, Pan Pacific, InterContinental, and Westin also appear in the comparison.
The key point is not that one metric is more important than the other. It is that hotel brands can look different depending on whether travelers are weighing value for money or perceived quality.
Holiday Inn leads on Value
Value is a net score showing whether respondents associate each brand more strongly with good or poor value for money. Among the hotel brands included in the ranking, Holiday Inn ranks first on Value with a score of 18.7.
Marriott ranks second on Value at 14.1, followed by Hilton at 12.5 and Shangri-La at 11.8. Four Seasons and InterContinental are tied at 10.8, with Novotel, Grand Hyatt, Pan Pacific, and Accor also appearing in the top 10.
Shangri-La ranks highest on Quality
Quality is also a net score, but it captures a different perception. On this measure, Shangri-La ranks first with a score of 35.8.
Marriott ranks second at 32.2, followed by Ritz-Carlton at 30.5, Grand Hyatt at 29.5, and Hilton at 29.2. Four Seasons follows at 26.6, while Fullerton and St. Regis Hotel are both at 26.2.
The top 10 based on Quality leans more heavily toward premium and luxury names than the Value table. That contrast is useful for marketers because it shows how the competitive set can change when the question moves from value for money to perceptions of quality.
Explore more hotel brand data
These rankings provide a selected view of YouGov BrandIndex data for hotel brands in Singapore. A deeper analysis can show how hotel brands perform across additional audiences, competitor sets and brand-health metrics.
Reach out to us for more insights on Singapore hotel Value and Quality data, competitor benchmarks, audience patterns, and additional BrandIndex metrics such as Recommendation, Reputation and Satisfaction.
Methodology
This article draws on YouGov BrandIndex data collected from 1 July 2025 to 30 June 2026. The analysis covers Singaporeans who say they are likely to book a hotel in the next 12 months.
The Value and Quality scatterplot compares selected hotel brands on the two metrics. The Value and Quality leader tables rank hotel brands by each metric.
Value and Quality are net scores, calculated from positive and negative brand associations. Scores are shown to one decimal place.
Metric question
Value (net): Which of the following Travel and Leisure brands do you think represents good or poor value for money?
Quality (net): Which of the following Travel and Leisure brands do you think represents good or poor quality?
Disclosure: The data analysis in this article was conducted by YouGov with the assistance of AI tools.
About YouGov BrandIndex
YouGov BrandIndex is an always-on brand tracking tool that helps marketers monitor brand health, benchmark competitors, identify audience-specific strengths and understand how perceptions change over time.